BHA Company Profile
Brighton House Associates was formed to help managers and investors find each other quickly in the alternative investment industry. The problem inherent in marketing alternatives is the inability of managers to effectively target investors that are a match for particular fund strategies. Because of our marketing background, BHA understands that if managers can spend their marketing efforts focused only on investors that are currently looking for funds that are a fit, their success rate will be much higher.
The BHA Service
Solving the problem of efficiently and effectively reseaching the global alternative investor market, BHA built the largest, most comprehensive database of alternative investor mandates. Today, BHA’s mandate database contains 35,000 investors and is one of the most comprehensive sources of information on alternative investors in the world.
The database is globally diverse, with 40% of constituents based in North America, 40% based in Europe, and 20% from the rest of the world. The database is made up of 17 investor categories, ranging from foundations and family offices to pensions and endowments. Each investor has a minimum of $25 million invested in alternatives.
To bring the database to life, BHA employs 20 research analysts who profile investors. Every day, BHA analysts interview investors to learn about their current manager search criteria and mandate information. A mandate is a mini-due-diligence questionnaire that outlines, by strategy, sector, geographical focus, and so on, the type of fund the investor is seeking.
Investors provide mandate information to BHA because they know that the information will be accessed only by clients that match the investors’ mandate, thus allowing investors to source managers quickly.
Once investors are profiled by BHA’s research analysts, there are two ways clients can gain access to the mandates: through BHA’s dedicated research analysts or through BHA’s proprietary Web-based platform.
Each client is assigned a dedicated research analyst who acts as the client’s marketing support person. In this role, research analysts provide investor leads for clients on a weekly basis, handle special projects such as targeting investors in particular categories or regions, and provide road show support by finding potential investors for meetings in specific locations.
The second way clients access mandates is through BHA’s proprietary Web-based platform. BHA designed, from the ground up, a Web-based system that uses powerful lead-generation and matching technology that helps clients automatically identify investors whose mandates match particular fund strategies.
BHA’s online platform was designed to let clients sort, search, and target investors in the front-end database. Using BHA’s proprietary toolset, clients can perform high-level database queries and create online profiles using their funds’ strategies, styles, sectors, geographical exposure, AUM, and track record. Clients input this information into “lead boxes” on the Web-based platform that capture and provide visibility into profiles of investors that match their criteria.
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BHA Marketing Position
BHA Quarterly Research Report
Q4 2009
